“Salão do Turismo”: everything about the São Paulo Tourism Fair 2025

Brazil’s largest tourism event will take place from August 21 to 23 at Anhembi in São Paulo. Registration is free and open to everyone.

Brazil is preparing to host the 9th edition of the “Salão do Turismo: Conheça o Brasil” – Tourism Fair: Get to know Brazil – from August 21 to 23, 2025, at Anhembi in São Paulo. The event is completely free and open to the public, bringing together representatives from all states and the Federal District, and transforming the venue into a vibrant stage for culture, gastronomy and immersive experiences.

“Our expectations for the start of another Tourism Fair keep growing and we are confident it will be a spectacular event like never before. Visitors will have unique experiences and unmissable opportunities to discover even more of Brazil. These will be three days of deep immersion in the cultures, traditions and flavors our country has to offer.”

Celso Sabino – Brazil’s Minister of Tourism

Travel Fair 2025: exclusive discounts and offers

One of the most awaited areas is the Travel Fair “Feirão do Turismo”, where 55 companies will offer travel packages, accommodations and airline tickets with special conditions. Visitors will also receive personalized guidance from representatives of Banco do Brasil and Caixa Econômica Federal to help plan their next trip.

Gastronomy: flavors that tell stories

Gastronomy is one of the fair’s highlights. At the Family Farming Market (Mercadão da Agricultura Familiar), 69 exhibitors from all regions of the country will present over 300 products, including artisanal cheeses, specialty coffees, chocolates, olive oils and wines.

Another highlight is the Cooking Show (Cozinha Show), organized in partnership with SENAC, where renowned chefs will prepare 27 traditional Brazilian recipes. Shows start at 3 p.m. on August 21 and 2 p.m. on the following two days, allowing visitors to experience a culinary tour without leaving São Paulo.

Connecting the tourism industry: business and networking

Beyond cultural showcases, the fair is an important business hub. The networking area, organized by Sebrae Nacional, will connect entrepreneurs and investors with short and focused presentations on tourism products and itineraries from across Brazil.

Themes by day:

• August 21: connection with nature and local gastronomy
• August 22: culture, history and diversity
• August 23: flavors, adventure and culture

Sustainability and innovation

The Sustainability Area will present 10 initiatives aligned with the global climate agenda, promoting debates on responsible tourism, climate change and positive social transformation. Visitors will have the chance to learn about projects that combine environmental preservation and tourism development.

Tourism regionalization

The third day will feature the 2nd National Seminar on Tourism Regionalization, bringing together state, municipal and regional representatives to share success stories and innovative practices in tourism management. This exchange strengthens governance networks and expands the reach of public policies in the sector.

Confirmed music schedule

Ao final de cada dia, o público poderá aproveitar apresentações musicais que prometem encerrar a programação com energia:

At the end of each day, visitors can enjoy live music performances:

• August 21 (Thursday): Léo Santana and Leonardo
• August 22 (Friday): Guilherme & Benuto and Simone Mendes
• August 23 (Saturday): Yasmin Santos and Murilo Huff

How to participate

Registration is free and can be done on the official event website, which gathers all information about schedules, programming and tips for planning the visit.

🔗 Get your free ticket here

Useful event information

• Opening hours: Thursday (August 21), Friday (August 22) and Saturday (August 23), from 12 p.m. to 8 p.m.
• Address:  Expo Pavilhões – Distrito Anhembi – Avenida Olavo Fontoura, 1209, Santana, São Paulo (SP)

Partnership

The 9th Tourism Fair: Discover Brazil, the largest showcase of Brazilian tourism, is promoted by the Ministry of Tourism  in partnership with the Government of the State of São Paulo and the São Paulo City Hall. The event also receives support from SESC, SENAC and Sebrae, as well as partners from Embratur, Itaipu Binacional, Banco do Brasil and Caixa Econômica Federal.

International context: BRICS and tourism

Although the São Paulo Tourism Fair is entirely focused on Brazilian destinations, the event takes place in a context where Brazil has been gaining prominence in international tourism, especially among BRICS countries.

At the same time, BRICS nations have been advancing joint tourism initiatives. In April 2025, for example, during the meeting of Tourism Ministers in Brasília, the so-called “Cerrado Declaration” was approved, establishing coordinated actions to:

• Develop shared tourism infrastructure
• Diversify the range of destinations and experiences
• Train professionals in the sector
• Promote public-private partnerships
• Expand funding and incentives
• Strengthen integrated promotion of member countries’ destinations

Additionally, Brazil and China announced that 2026 will be the Year of Culture and Tourism, with initiatives to create integrated routes and highlight cultural heritage. Although these agreements are not part of the São Paulo Tourism Fair 2025 program, they reinforce Brazil’s image as a strategic global destination and offer a preview of what is coming.